Why You Should Address Your Brand BEFORE Marketing

“Your brand is the single most important investment you can make in your business.” – Steve Forbes, Chief Executive of Forbes Media

Many business owners and C-suite leaders are eager to jump right into marketing. We understand. The appeal of generating higher revenue as soon as possible is enticing. But is it the best long-term strategy for you and your company? If your brand is out-dated (i.e. hasn’t been updated in the last 5-7 years), incomplete, or inconsistent, the answer is probably no. 

Putting your brand first may take some short-term investment, but it’s the best way to ensure a higher return on your marketing long-term. Even when your company isn’t actively marketing, effective branding will:

• Improve perceived value of products/services
• Improve public perception of your company
• Increase long-term sales & awareness
• Enhance customer loyalty (keep people coming back!)

If you’re new to branding, it can be hard to understand just where to start. That’s why we’re here! Whether you’re starting fresh or looking to enhance your existing brand, we’ve been there. With your unique brand insight and our proven branding success, we’ll seamlessly guide you through every step in the process. 

What’s in a brand?

When it comes to your brand, self-awareness is key. You have to know who you are as a business and a team. Then, you need to determine how you want the public to respond when they see your visual elements and read/hear your messages. Basically, how do you want your audience to feel after encountering your brand for the first time and every time thereafter? 

In the marketing world, answering questions like this is the first step in bringing a brand to life—and it has to be rock-solid before you go to market. Why? Because these are the elements that will serve as the foundation of every marketing campaign… 

• Name
• Tagline & positioning statement
• Foundational elements (mission, vision, core values)
• Unique selling proposition (USP)
• Logo & iconography
• Color palette
• Font families
• Brand story
• Stationery (business cards, letterhead, envelopes, etc.)

Make a lasting connection with your brand.

While marketing is a powerful tool to capture attention and activate your audience, branding is what keeps people around—it’s why people choose and recommend you to others. If that emotional connection to your consumers is established, your marketing efforts will result in reaching new heights in your goals.

Brand identity goes beyond bragging rights—it promises quality, practicality, and satisfaction, but it also gives customers a reason to care about you and your company.

Beware of the risks of skipping the branding process.

Rushing to market without an effective brand leaves room for error and increases your chance of campaign failure. Without a strong brand, backed by thorough market and audience research, your marketing can result in wasted budget, inconsistent messaging, and unmet objectives. Luckily, all of this is completely avoidable. All you need is a solid brand plan!

So, whether you’re starting with a blank slate or ready for a refresh, we’re here to help. Ready to get started? Let’s chat!